adam&eveDDB are bringing the Famous Five back to screens for their first new adventure on Great Western Railway since 2020. The 60” TV ad, which will break on June 12th with … read moremedia planning and buying handled by the7stars, will see GWR specifically promoting the benefits of train travel over using the car for the first time, using the characteristic humour and warmth of the Famous Five. The advert, called ‘Five Get There First’, begins with Uncle Quentin and Aunt Fanny waving goodbye to the children as they all set off for a day at the beach – Quentin and Fanny in their car and the Famous Five on the train. “Last one there is a rotten egg,” calls out Uncle Quentin as he speeds away. Uncle Quentin and Aunt Fanny have a terrible journey with traffic delays, followed by farm vehicles spilling mud onto the windscreen. With their view obscured, they accidentally crash through a barn - picking up a chicken - before careering their way through the streets of a quiet seaside town. Meanwhile, the children have a far more peaceful journey, complete with lovely views, conversation and delicious cups of tea. By the time Quentin and Fanny arrive, their car is close to breaking down, and the children have already been there for some time. Finally reunited, Uncle Quentin and Aunt Fanny resolve to start travelling by train as well. The ad brings to life the four key benefits of train travel – speed, sustainability, comfort and socialising – in an amusing way and celebrates the experience of train travel and the ways it is better than travelling by car. It aims to reignite the passion and excitement of rail travel around GWR’s beautiful destinations in the South West and South Wales in the post-Covid world. The campaign, which is the fourth to feature the Famous Five, includes out-of-home and digital out-of-home, press and online. GWR is also seeking to inspire travellers to try out new trips working with influencers to uncover the “Hidden Gems” on its network through a series of Instagram content, showcasing the lesser-known but highly-enjoyable activities, destinations and venues across the South and South-West.
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